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Alcohol free 'Birell' launched in Bulgaria and Poland

May 2018 saw the launch of Birell, a new alcohol-free brew (AFB) to increase consumer choice.

Launched in two styles, Pilsner Lager and Belgian Wit, the brand made its debut in Bulgaria and Poland before a roll out planned for 2020. It was developed in response to strong consumer demand, following continued category growth over the past 10 years.

The new alcohol-free beer meets the needs of aspirational customers who want a greater choice of alcohol-free options without compromising on taste. Developed specifically as an alcohol-free beer, Birell delivers the same body, mouthfeel, foam and most importantly great taste of regular beer, without the alcohol.